Ecology and Sustainable Development at DIRECT ALPINE
For DIRECT ALPINE, ecology and sustainable development are not just empty phrases. We live in nature, we love it, and we work accordingly.
DIRECT ALPINE approaches nature with respect, as this is fundamental to our work. The majority of our suppliers and production capacities are located in developed countries with the highest environmental standards in the world—within the European Union, Japan, South Korea, and the USA.
Ethical Production Practices
Don’t be fooled by cheap tricks used by both unknown and branded producers. Many manufacture their goods on the other side of the planet, in countries with little to no regard for environmental protection or the well-being of local communities. These are places where entire cities are forcibly relocated to make way for massive industrial projects and where factory waste, including dyes and chemicals, is recklessly dumped into rivers and released into the air. Products are overproduced beyond actual demand, transported halfway across the globe, and then sold under the guise of brand recognition and false sustainability claims—a practice known as "fast fashion." Despite using "green certificates" or statements from their European headquarters to appear eco-friendly, this approach is far from true ecological behavior.
Minimal Environmental Impact
The essence of sustainable development lies in the desire and action to minimize environmental impact, reduce the ecological footprint, and maintain a fair relationship with nature. We encourage you to think this way when making purchases. Consider products that are genuinely made either in the Czech Republic or, if that’s not possible, within the European Union, where high environmental standards and fair treatment of employees are the norm.
At DIRECT ALPINE, we prioritize sustainability in everything we do and encourage you to support products that uphold these values as well.
We want to clearly show you that our products meet these criteria. Here’s how:
- Production Based on Pre-orders: We strictly manufacture based on pre-orders from our partners. While this puts us at a disadvantage compared to large companies that engage in "fast fashion" and produce stock far in advance of receiving orders, it ensures that we only produce what is needed. This approach can delay our ability to supply products before the season starts, but it prevents excess production and waste.
- European-Based Production: Our clothing is always manufactured in European countries, most often in the Czech Republic or Slovakia. We adhere to some of the strictest environmental and social standards globally, ensuring responsible production.
- High Ecological Standards: Both the development and production of our products take place in countries with the highest ecological standards, driven by strong legislation and high living standards. In practice, this means that waste from fabric production and dyeing is disposed of ecologically, and wastewater is treated before leaving factories. Most of our collection is produced in Europe, reducing the environmental impact of long-distance shipping. Additionally, we label products made from recycled materials, use eco-friendly coatings, and design items that are easy to recycle.¨
- Responsible Sourcing: We use materials sourced from advanced countries like Japan, South Korea, and the USA, all of which maintain high environmental standards. This ensures that no harmful substances are released into the environment. We also continually seek alternative materials with lower environmental impact, such as recycled or recyclable fabrics, organic cotton, and circular products.
- Thorough Testing: We rigorously test the materials we use to ensure they are suitable for the intended application. Our products are also thoroughly tested, either by our team or by our ambassadors—extreme athletes—because our goal is to deliver durable products with long lifespans.
- Comprehensive Warranty and Repair Service: If something does go wrong, we offer a 100% warranty and post-warranty service. We specialize in repair miracles, allowing your product to continue serving you for up to 10 years, instead of ending up in a landfill.
- Ongoing Environmental Goals: We have set internal goals for reducing our environmental impact and regularly review these objectives. Our current status and future plans are detailed below.
These are just a few of the core pillars of our commitment to nature.
We love nature and we treat it accordingly. We asky ou to do the same and join us together on the true green path.
Company Operations
Reduction of CO2 Emissions
2021 – Change in Building Heating ✔
Implemented – 30% savings compared to 2019.
2022 – Change in Hot Water Preparation Method ✔
2022 – Change in Lighting and 15% Reduction in Electricity Consumption ✔
2024 – Change in Material Logistics to Partners
Increased picking accuracy through the implementation of scanners, reducing the need for reshipping missing items. 50% savings in courier services. ✔
2024 – Improved Customer Information on Product Sizing
Expected to reduce the number of returns due to incorrect sizing. ✔
2025 – Evaluate the Carbon Footprint of Operations
Currently in preparation.
Ongoing – Direct Alpine continues to produce based on actual customer orders.
This reduces the number of "excess products" in stock and ensures production aligns with market demand.
Products
Use of Recycled & Circular Materials in the Collection
By 2024 – Introduce at least 2 products made from circular materials (materials that can be 100% returned to circulation).
✔ Completed
By 2025 – Introduce at least 10 products made from 100% recycled textile materials.
✔ Completed
By 2026 – Introduce at least 2 products made from single-component materials, enabling subsequent recycling back into fiber.
We encountered durability challenges with such materials. After conducting tests, we were not satisfied with their properties. To ensure customers receive a reliable product, we will continue testing until we achieve satisfactory results.
Use of Recycled & Circular Materials in the Collection
By 2024 – Introduce at least 2 products made from circular materials (materials that can be 100% returned to circulation).
2024 – Circular Products: HORN and HORN LADY
✔ Completed
By 2025 – Introduce at least 10 products made from 100% recycled textile materials.
✔ Completed
By 2026 – Introduce at least 2 products from single-component materials, enabling subsequent recycling back into fiber.
We encountered durability challenges with such materials. After conducting tests, we were not satisfied with their properties. To ensure customers receive a reliable product, we will continue testing until we achieve satisfactory results.
For the Winter 2025 Collection – Introduce a More Durable Merino Material
This will extend the lifespan of our Furry group T-shirts.
Another noteworthy project is testing cotton material for T-shirt production without chemical dyeing, significantly reducing environmental impact. We will see if the tests prove successful and whether we can implement this material.
Chemical Content in Products
By 2025 – Ensure 90% of textile materials and 75% of components used in production are certified by Oeko-Tex Standard 100/bluesign.
✔ Completed
By 2025 – Obtain Oeko-Tex certification for at least 5 products in the collection.
✘ Canceled
PFC Compounds (C6) – By 2025, Reduce the Share of Products Containing PFCs to Less than 35% of the Entire Collection.
For the Winter 2025 collection, we have already reduced the proportion of PFC-containing products to 14%. And we continue to improve…
Compliance with EU Manufacturing Legislation
Maintain at least 90% of production, including accessories, within the EU.
Current status: 93%. ✔ Completed
We offer a lifetime 100% post-warranty repair service for Direct Alpine products, extending their lifespan to the maximum.
✔ Completed
As part of our ECO plan, we previously did not mention our post-warranty service. Just for interest – in 2023, we repaired an average of one of your favorite products every single day, which would have otherwise likely ended up in waste.